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Influencer marketing: The real cost and why some call it a huge scam

(MARKETING) Influencer advertising and marketing is currently the “in” thing to do. However, even influencer marketing gurus aren’t convinced about what they do.



ftc influencer collections visual web instagram booking

Fresh ideas

With the rise of user-created Internet content and social media came influence marketing.

Influence marketing is still a fairly new phenomenon; brands, talent agencies, and the influencers themselves are still trying to figure out what it’s all about and how much it’s worth.

The influencer market

Obviously, having an Internet celebrity like Kim Kardashian pump your product is going to be good for business. But such popular influencers require a massive marketing budget.

Are there affordable ways for small businesses to tap into influence marketing?

Figuring out how much to pay an influencer is a confusing process for any brand, and rates fluctuate like the stock market. Says Henry Langer of influencer search platform Hypr, “Pricing influencer posts is part art, part science.” There are many factors influencing the pricing of posts and their success – factors that are interconnected and difficult to track.

No precedence

Because influence marketing is so new, brands may have unrealistic expectations, especially if they think the process will resemble their collaborations with traditional marketers – it won’t.

The influencers themselves are often very young superstars who have a lot of personality, but little experience with clients.

They may have a ton of followers, but may also flake on their end of the deal or throw off your marketing campaign by following their own whims instead of your instructions. And while talent agencies can help connect your brand to relevant influencers, they also upcharge significantly.

Is it worth sorting through all this confusion

Could be. A 2016 study by TapInfluence and Nielsen Catalina Solutions found that influence marketing has an 11 percent higher ROI than more traditional forms of brand marketing.

But how do you know you’re putting your dollars where it counts?

As part of Digiday’s Confessions series, wherein they “exchange anonymity for honesty,” an influence marketing executive was asked to give the real dish on influencers. They explained that, when influence marketing first started out, prices were highly inflated by a small number of heavyweight Internet celebs who could charge huge sums for their endorsements.

Shortly thereafter, “countless influencer marketing platforms… popped up,” to connect brands with a growing talent pool of lesser influencers, or “micro-influencers,” who would post for more affordable prices.

Not into it

But one of the exec’s most startling reveals was their poor opinion of micro-influence marketing, which they called “the biggest scam.” According to this insider, “super small influencers… will do anything for a $100 gift card,” but that doesn’t mean that their posts are worthwhile. Apparently micro-influencers have high rates of engagement, but their small followings mean that you’re paying for relatively little exposure.

To really get the most of out of influence marketing, you’d have to shell out thousands of dollars to influencers with hundreds of thousands of followers.

Probably not a realistic strategy for most small businesses.

If you decide to go the micro-influencer route, make sure you do your research. You may have better luck skipping the talent agencies and doing your own online research to find relevant influencers. Focus on finding local, niche influencers with whom you share a target audience.

Your two cents

What do you think? Has your small business had success with influence marketing? Or is it better left to large companies who can afford to pay big-time names?


Ellen Vessels, Staff Writer at The American Genius, is respected for her wide range of work, with a focus on generational marketing and business trends. Ellen is also a performance artist when she's not writing, and has a passion for sustainability, social justice, and the arts.

Business Marketing

5 ways voice is changing the SEO game

(TECH NEWS) As voice assistants take over our lives, you may worry how your SEO fares in this new, uncharted territory. Let’s discuss.



voice and SEO

SEO is a moving target. The standards change constantly so, despite years of experience, many web designers struggle to meet all the optimization guidelines. How, then, can any business confidently approach the web design process? It starts with recognizing those evolving norms, the newest of which is voice search.

Why Voice Search Matters

For years, the dominant SEO rule has been mobile first. The introduction of voice recognition systems, like Siri and Alexa, to smartphones has dramatically changed how we interact with devices. In fact, 20% of Google searches are voice searches with that number expected to grow rapidly over the next few months. Businesses and web designers, then, need to make sure their sites are voice ready if they want to stay relevant. Though the sites may stay the same visually, they need to gain a new edge functionally.

From The Ground Up

Modifying your website to support voice search isn’t as simple as many other SEO transitions, but if you take a ground up approach to the process, you’ll be able to reshape your website around those changes. Still, you’ll need help to do this correctly. When adapting your website for voice, SEO consultant Aaron Rains recommends hiring an expert for a full site audit and analysis to maintain your page ranking. You don’t want your page to take a rankings hit because you’re trying to keep up with the trends.

Expanding Your Device Options

In addition to its advantages from a mobile perspective, making the move to voice search also means expanding your site’s horizons by making it more accessible to new devices, particularly the smart home speakers that are gaining in popularity. Users are particularly comfortable with these devices because they rely on natural speech patterns rather than half-formed search terms. Children growing up with these smart speakers in their homes seem to view them as part of the family and will be native voice search users as they grow.

Snippets For Search

Part of updating your website for speech is optimizing the content to match changing search patterns. One of the key ways to do this is through the use of featured snippets.

Featured snippets are designed to help put your website in the #0 spot – the top ranking. To do that, you’ll want to put the answers to your most popular queries in the first few sentences on your page. This is especially for purchasing and local search since people frequently use voice search to find local businesses. If you can optimize for the most important snippets early on, you’ll be way ahead on the competition and have a greater ROI.

Rebuild and Reassess

After modifying your website for voice, you may find your rankings initially drop. That’s because you need to request your site be re-indexed. Otherwise, search engines won’t be able to match queries with your new site content. Re-indexing will put all of your new information into effect and make it possible for users to search using the featured snippets. Re-indexing your site will also help you ensure that you haven’t interfered with the crawl-ability of your site.

Experts expect half of all searches to be voice-driven by 2020, but since 50% of users with voice search access already use it at least occasionally, now is the time to act. Even if many users are still wary of voice search, you can’t afford to fall behind. Those users will still be able to rely on traditional text search mechanisms, but that won’t help voice enthusiasts. If you lose those early adopters now, they might not come back when you’ve caught up with the voice search revolution.

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Business Marketing

How to use offline marketing to your advantage in a digital world

(BUSINESS) We often become obsessed with new marketing strategies, favoring the internet over some traditional methods that continue to drive traffic timelessly.



offline marketing open sign for small business

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

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Business Marketing

The science behind using pictures of people in marketing to convert more leads

(MARKETING) People fear using their picture in social networking profiles, but we make the case not only for using pictures of yourself, but of scrapping stock graphics for photos of people that studies show improve conversion rates in marketing.



photos-of-people in marketing

To avatar or not to avatar?

After all of these years of people using the web, the debate continues about whether or not people should use their headshots as their profile pictures and avatars on their blogs and their social networks. Many people are uncomfortable with the way they look in photos, and some are never satisfied with their picture, so they settle for their company logo, a cartoon image, or a random photo to share something about who they are. While some believe the argument is subjective, we would argue otherwise.

It is advisable to use a photo of yourself as your profile picture wherever you go, no matter how unsatisfied you are and how uncomfortable. There are many reasons from making it easier to connect with people offline after talking online, to giving people a better way to connect with you, but a personal side has become expected on social networks and blogs, making a profile picture culturally mandatory.

Throw culture out of the window

So let’s say you’re still uncomfortable advertising your face. I personally hate every picture of me taken since I was 11 and had a bad perm, I get it. Profile pictures can send some people into full fledged panic, and at that point, who cares if web culture dictates a photo?

You should, and here’s why… science.

Science? Yep. Any parent knows intuitively, and scientists have studied for years that babies love pictures of other babies, and part of socializing a child is giving them books with pictures of other babies to connect with, learn from, and see other ethnicities. Babies love looking at other babies, it helps them connect and learn, and believe it or not, many studies show that we don’t evolve past that point in our lives, so, adults love looking at other adults.

More science

If that isn’t enough to convince you to use a profile picture, a recent study shows that a website’s conversion rate can be skyrocketed by using human faces. According to, using human faces “get your prospects to focus more and this causes them to draw towards a common point of interest. It doesn’t get more real than that.”

The company cites an A/B test on, an online art shop, which presented paintings from artists on their homepage, and during testing, they swapped out the photos of the paintings with photos of the artists hoping to increase user engagement. KISSmetrics said, “Making this small but relevant change sent their conversion rate through the roof – something they didn’t expect. Their site experienced a whopping 95% increase in conversions!.”

Reading between the lines

Using a photo in your profile pictures is important, it allows people to connect with you, just like babies connect with other babies through photos, and website viewers are converted by human photos. But, read between the lines here – using photos of people in marketing is a concept as old as the idea of marketing, and your using people in your blog photos and marketing can improve your conversion over outdated stock graphics. There are legal ways to obtain photos of people (through creative commons), and using photos of your own can have the most meaningful impact.

Whether you’re nervous to share your face with the world or not, web culture dictates that you should and studies show that a percentage of people distrust social networkers without a face shot. Independent of all of that, conversion rates improve when people see other people, as it is easier to connect with over stock graphics or abstract images, so take a leap of faith and put your picture out there, and while you’re at it, try to find ways of using photos of humans in your marketing and blogs.

Just remember – babies love looking at pictures of babies, and we’re all just babies when you boil it down.

This story originally ran here on March 6, 2012.

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